Milan, January 10, 2024 – Renewing one's communication approach in a world where generations succeed one another rapidly is both a challenge and an opportunity for brands that today must capture common trends within an increasingly broad and general audience. "United Generations of Best Brands" is the theme of the ninth edition of Best Brands, presented today during a press conference at the headquarters of UPA – Utenti Pubblicità Associati, where the innovations of the 2024 international independent ranking of the best brands were discussed.

The project, launched in 2004 in Germany by GfK and Serviceplan Group, is sponsored in Italy by UPA and supported by founding partners Rai Pubblicità, 24 ORE System, IGPDecaux, and ADC Group. This year, Community, a leading company in the creation, management, and defense of the reputation of businesses and financial institutions, now part of Excellera Advisory Group, the largest Italian consultancy in corporate affairs, also joins the partners.

"UPA has always believed in the initiative to reward brands that stand out based on market shares and people's preferences. In these uncertain years, where we have managed to respond to the double KO of pandemic/war, the brands that have drawn curves in memory, encouraged trends, marked the present, renewed past values, or built future values have been rewarded. Brands, in short, that have fueled emotions. The motto of United Generations of Best Brands is spot on," said Lorenzo Sassoli de Bianchi, President of UPA, "recommending increasingly responsible and transparent communication behaviors because the company and the brand represent an inseparable combination."

"This year's theme tackles a crucial issue for brands and their future. Multigenerationality is a reality we can no longer ignore. In an increasingly interconnected world, people of all ages interact with each other, sharing values and aspirations. Brands that want to be relevant for the future must be able to capture the spirit of the times and potentially communicate with all generations. To do this, they must know how to innovate, promote sustainability and inclusion, value differences, and create authentic connections. We are facing a challenge but also an opportunity. The brands that can seize it will be the ones that will build the future," commented Giovanni Ghelardi, CEO of Serviceplan Group Italy.

In addition to the two historical rankings, "Best Product Brand" and "Best Growth Brand," which reward the best products and year-over-year growth, three new rankings are introduced in 2024. "Best Service Brand" will reward the best service brands, while "Best Momentum Brand" will be dedicated to brands that most strongly address future-related themes. Finally, this edition's special ranking will be "Best Generation Brand," which will reward brands capable of speaking to all generations.

The research involves 5,000 consumers for a total of 15,000 evaluations. The result produces five rankings: "Best Product Brand," "Best Service Brand," "Best Growth Brand," "Best Momentum Brand," and "Best Generation Brand."

"Every year, Best Brand evolves and innovates, just like the market. The research highlights brands that, in a particularly challenging socio-economic and geopolitical context, have been able to interpret the needs and expectations of different generations of consumers. Best Brands are those market leaders capable of understanding the different segments of the population and tuning in with values that cross multiple generations, using specific languages and narratives," added Enzo Frasio, Managing Director for the joint business of NielsenIQ and GfK Italy.

The presentation, during which the survey results will be revealed, will take place on March 20 at the Rai Studios on Via Mecenate in Milan, with contributions from Teads and technical sponsors Atelier Esse, Mionetto, BKM Production, Neverest, Fedrigoni, and Althea Grafiche.

The evening will feature a series of interventions by marketing, communication, and sociology experts who will discuss topics such as changes in the values and behaviors of different generations, the role of technology in building relationships between brands and consumers, and strategies for creating a unified brand experience for all generations.

Nicola Palmarini, Director of the UK's National Innovation Centre for Ageing (NICA), who has supported the work of the Best Brands Club as an Expertise Partner, will be present. During the evening of March 20, he will share his perspective on the Longevity Economy, the coexistence of increasingly numerous generations, and the phenomenon of intergenerationality.

During the event, the Innovation Award 2024, supported from this edition onwards by Teads, a leader in the digital advertising sector, will also be announced.

The award will be given to the brand that has demonstrated a significant contribution to marketing innovation through the use of new technologies, strategies, or ideas and will win 120,000 euros in advertising space from IGPDecaux, 24 ORE System, and Teads.

Following the Gala 2024, set up with Pasta Armando at the Officine del Volo, as every year, it will be an important moment for sharing research results and networking for guests from the world of entrepreneurship, communication, and entertainment present at the evening.

In 2023, the third edition of the Best Brands Club also took place, a think tank created in collaboration with 24 ORE System and Rai Pubblicità. A series of meetings to reflect on the future and the dialogue that brands must establish with consumers to address the issue of multigenerationality; the results of the work will form the basis for the drafting of Book Three, curated by Giampaolo Colletti, journalist and marketing expert.

Next May 6, at the honorary home of Best Brands, the Mudec – Museo delle Culture in Milan, the presentation of the book will take place, representing the pinnacle of the Club's cultural operation and proposing a journey into brand culture dedicated to marketing professionals to navigate a complex and constantly evolving scenario.

For more information about the Best Brands Italia project, visit the website: best-brands.it